The GMB presenters had been told that Keith was joining them live from LA, but he was secretly in the studio – and when a live link seemingly went down, Susanna asked: 'Where's he gone?'

Keith then burst into the studio, saying: 'I'm not in America, I'm in London! They put me in the cupboard, I felt like Phillip Schofield back in the day. They wouldn't let me go to the toilet or anything.'

Piers added: 'That is brilliant!'

Keith was there to discuss his new show Coming in America, which prompted Piers to ask: 'Roseanne Barr clearly said something despicable and it killed a billion dollar brand.

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'Do you ever worry that – you're a comedian – you're one stupid tweet, one stupid comment from obliteration?'

Keith explained: 'In real life, I'm highly intelligent, not a dingbat. They say I have to have an online presence.'

He added of social media: 'People slur you and they think it's going to hurt you, but am I bothered? I get paid for coming on the telly. It's amazing!

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'Someone tweeting me and saying "I'm rubbish" isn't going to ruin my day! Look at Piers sat with these two lovely ladies. You look like me in the future with Holly [Willoughby] and Fearne [Cotton]. Isn't it great, Piers? Can you believe you are here?'

Piers agreed: 'We are just on telly having fun. I have no sympathy with any whining celebrity.'

Keith even stayed to help with the weather report, as Susanna added: 'Particularly nice to see you right here!'

Keith Lemon: Coming in America begins Thursday, July 5 at 10pm on ITV. Good Morning Britain airs weekdays on ITV.